As we all know, the development of Africa is relatively backward, and the manufacturing industry in many countries is not developed or even non-existent. Therefore, consumers in African countries mainly focus on daily necessities when shopping. According to Jumia’s statistics, electronic products such as mobile phones and computers and small household appliances are the categories with the highest number of views on the platform. In addition, the conversion rate of maternal and child products is very high, because Africa has always been the region with the highest infant birth rate in the world.
The overall e-commerce environment in various countries in the African market is similar. Among them, 3C, beauty and personal care, men’s clothing and men’s shoes, and household products are all hot-selling categories in various countries’ sites, but the specific rankings are slightly different. Here, the detailed hot-selling categories of each Jumia site are listed for sellers’ reference.
(I) Nigeria Station
Hot-selling categories: mobile phones and accessories, beauty and perfume, clothing and shoes, household products and 3C accessories.
(II) Kenya Station
Hot-selling categories: fashion accessories, beauty and perfume, household products, clothing and shoes, and 3C accessories.
(III) Cote d’Ivoire Station
Hot-selling categories: small appliances, mobile phones and accessories, 3C accessories, beauty and perfume, and household items.
(IV) Egypt Station
Hot-selling categories: men’s clothing, household items, computer peripherals, mobile phones and accessories, and fashion accessories.
(V) Ghana Station
Hot-selling categories: clothing and shoes, fashion accessories, household items, 3C accessories, and computer and office supplies.
(VI) Morocco Station
Hot-selling categories: clothing and shoes, beauty and perfume, mobile phones and accessories, small appliances, and 3C accessories.
The Cameroon station was only opened to Chinese sellers in 2019, and there is no reference for product selection.